Roku makes awesome, and inexpensive, devices to allow you to stream Netflix, YouTube, and lots of other channels with an easy-to-use interface. The devices, like the Roku 3, all cost under $100. But now, according to Engadget, Roku plans to introduce streaming-ready TVs.

Roku’s shift from a provider of streaming players to that of branded TVs isn’t as far-reaching as it sounds. The company’s aiming to leverage its streaming software as a smart TV platform; something to license out to TV manufacturers that can’t compete with the handful of vertically integrated titans like Samsung, Apple and LG. In other words, Roku wants to supply the brains of the set and leave the design particulars mostly up to its partners.

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